Puja, who was and still is a consumer, finds that the information: health facts and jargon are fast-tracked thanks to those 60-second trendsetting videos. And as alerted grocery shoppers, we spend most of our supermarket trips finding questionable ingredients hidden in plain sight. What all of us want is-- simply transparency, as clear as cling film. People are ‘farm fanatics’ and want the finest products possible.

We also feel that using ingredients from their ‘eminent’ native sources is the way to go. But do we know whether the quality being boasted about on the packet is honest- to-goodness? Like any other witty teenager trying to prove a point, we want to back our packet on the shelf.

Our ‘cling film’ is our test report. In an ever-shifting market, we can’t have only a single USP: we had to have a few in the treasure box.

The main reason Puja started this (apart from owning a Wikipedia page to her name one day) was to share an ‘agriculturally privileged’ life through a bottle of sarso ka tel by producing what we used to eat 30 years from now and better. People often question what is different in what we are doing that others aren’t. “If everyone decides to believe it then it would defeat the purpose of a market. It's because of the constant competition, consumers are getting the quality they want”, is Puja’s constant (but slightly paraphrased) retort.